Broadcast, print and Web media have influenced people by controlling persuasive factors in shared news and information. The University of North Carolina at Pembroke Communications Department website indicates that the influence of the media in 2014 has grown dramatically over time due to the evolution of technology, access to immediate information, and the ability to quickly disseminate news and opinions.
The media influences the public by sharing news with an opinionated perspective. The personal values of owners and operations of media businesses impact the information shared. The personal perspectives of reporters influence the stories they cover and the personal spins they interject into stories. Technological advances provide venues to reach a larger audience than was possible in years past. As a result, public media had a strong pull in 2014.
Editorial items also impact media influence since editorial columns report the author's personal opinion on a political or social issue that is based on facts and research. The mass media delivers a message to a wide audience and also has the ability to target specific groups of people. The public media uses its influence to expedite shifts in social values by spinning the reports in order to encourage their audience to reassess their opinions on the presenting issue.